THE maker of a mobile phone with a built-in camera is criticised by the advertising watchdog today for exaggerating the picture quality.

THE maker of a mobile phone with a built-in camera is criticised by the advertising watchdog today for exaggerating the picture quality.

An advert for Sharp's GX10 picture messaging phone showed a clear photograph of a woman on the screen.

A member of the public who thought the quality of the picture in the advert was better than could be achieved in reality complained to the Advertising Standards Authority (ASA).

Sharp admitted the picture in the advert was simulated but claimed the practice was common in the industry.

The Japanese electronics giant argued that "because most customers know that simulated pictures were widely used, the resolution of the product was stated and, because customers would see the product before buying it, consumers were unlikely to be misled."